A marketer’s guide to customer data platforms

Smarter digital relationships need powerful data: meet CDP.

If you’re a marketer, you’ve probably felt your creative powers being squeezed by shrinking budgets, tighter privacy regulations, and the promised extinction of cookies. Today, you need hyper-relevant insights from accessible, usable data to capture customers and prospects’ attention. Customer data platforms (CDPs) are here to help you find and act on data that was once hidden.

This 64-page, 8 chapter ebook covers everything you need to know about marketing with a CDP. Pushed for time? Jump to the chapters you’re most interested in.

CDP for Dummies will show you how to:

  • Run deeper analysis to create smarter campaigns
  • Build a data powerhouse to outlast third-party cookies
  • Equip wider business units with marketing data
  • Choose the right CDP for your team
  • Comply with tightening regulations


Just starting your CDP journey? You’re in the right place. You’ll learn:

  • What CDPs are and why they matter to marketers
  • Why CDPs are the natural next step for marketing in a post-cookie world
  • How to decide what CDP functionality is crucial for your business
  • Tactics for deciding where CDP fits into your tech stack


Chapter 1

Introducing Customer Data Platforms


  • What customer data platform is
  • Customer data platforms in marketing
  • Key features of customer data platforms


Chapter 2

Enjoying the Benefits of Customer Data Platforms


  • The role of customer data platforms in marketing
  • Benefits of customer data platforms to marketers


Chapter 3

Choosing the Right Customer Data Platform for Your Organisation


  • Factors to consider when choosing a CDP
  • Best practices for integrating a CDP with existing technology


Chapter 4

Collecting, Integrating, and Managing Your Deluge of Data


  • Understanding technical data aspects of customer data
  • Seeing howintegrationscanbring your data to life


Chapter 5

Knowing Your Audience: Customer Profiles and Segmentation


  • Understanding the challenges of identity management
  • Using deterministic and probabilistic methods for identity resolution
  • Learning about grouping customers into segments
  • Analyzing segments with respect to a variety of business dimensions


Chapter 6

Conducting Personalised Marketing Orchestration


  • Understanding the need for marketing orchestration strategies
  • Building customer segments
  • Looking at testing,message delivery, and response analysis
  • Analysing campaign to improve orchestration


Chapter 7

Delving into Analytics with Customer Data Platforms


  • Understanding the analytic capabilities of customer data platforms
  • Using customer data for price optimization
  • Improving customer retention and reducing churn
  • Visualising customer data


Chapter 8

Ten Privacy, Security, and Compliance Considerations

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A marketer’s guide to customer data platforms